Glossary - marketing terminology and insights
Channel
The type or medium for distributing content. Eg. Facebook, radio or SEO are all different channels
Conversion Window
The conversion window is the number of days, months or years, that you see conversions as a result of a campaign.
Domain Authority
A score, out of 100, that increases as more links from third party (other) websites point to the target (your client’s) website. Links from more authoritative websites (like established media or government websites) will increase the DA more than links from lesser authoritative sources (like one of our own websites).
It doesn’t take into account local relevance or industry relevance.
Inbound / Outbound
Inbound channels are when users take proactive steps to find a business. eg Google search
Outbound channels are when advertisers send content to an audience eg. TV ads
Marketing Plan
Details of the marketing channels, budget and creative.
Marketing Strategy
The higher order thinking that governs the direction and vision of the business.
Momentum
Momentum is a marketing phrase used to describe the trailing benefit on a marketing campaign. Building momentum is the escalating benefit of sustained campaigns.
Schema
Mark-up (code) that we add to the client’s website to help Google understand what each section of copy or information is.
For example, if the keyword “No. 9” existed on a website, this could be the street number or a specific menu item, how would Google know? Schema is a method to mark up the data so that ‘No.9’ would correlate to a specific field such as ‘street address’.